hit, link, like and share. organizing the social and the fabric of the web in a like economy

8/7/2019 Hit, Link, Like and Share. Organizing the social and the fabric of the web in a Like economy.

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Hit, Link, Like and Share.Organizing the social and the fabric of the web in a Like economy.

Carolin Gerlitz (Goldsmiths, University of London) and Anne Helmond (University of Amsterdam)

Paper presented at the DMI mini-conference, 24-25 January 2011 at the University of Amsterdam.

IntroductionDierent types of social buttons1have diused across blogs, news websites, social media platforms and other

types of websites. Tese buttons allow users to share, bookmark or recommend the webpage or blogpost across

dierent platforms such as Facebook, witter, Digg, Reddit, Delicious, Stumbleupon, etc. Te buttons oftenshow a counter of how many times the page/post has been shared or recommended: x likes, x shares, x tweets.

Tese likes, shares and tweets may be approached from a new media studies perspective as new types of

hyperlinks and from an economic sociology perspective open up questions about the increasing interrelation

between the social, technicity and value online. Within new media studies the hyperlink has previously been

studied as a form of currency of the web establishing an economy of links (Walker 2002 & Jarvis 2009) and as

an indicator of a discursive relationship (Rogers 2002).

Te economy of links describes the link as a currency of the informational web in which search

engines use hyperlinks to look at the relations between websites in order to establish a ranking. Te term

informational web is often used to describe the world wide web as a publication medium for publishing

content (Ross 2009) and is characterized by the linking of information (Wesh 2007).2In this web search

engines act as main actors to be able to navigate through all the information by recommending pages based on

authority measures.

According to social networking site Facebook the informational Web is being eclipsed by the social

Web (Claburn 2009). In contrast to the informational web where search engines focus on links between

websites, the social web is a set of relationships that link together people over the Web and the applicationsand innovations that can be built on top of these relationships (Halpin & ueld 2010) and is characterized

1 Te term social buttons is used here to include: social bookmarking buttons, voting buttons from social news sites/contentaggregation sites, sharing buttons and like buttons. Tis denition based on social activities on platforms excludes sharing throughe-mail.

2 Te name informational web is often used as a synonym for Web 1.0.

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by the linking of people (Wesh 2007).3Within the social web search engines and social media platforms look

at the connections between people and their relations to other web users or web objects. Facebook popularized

the term Social Graph to describe how Facebook maps out people's connections (Zuckerberg 2009). As

Facebook considers its services inherently social and its plugins and buttons are called 'Social plugins' we

summarize the activities they generate as so-called social activities.

Where Google can be seen as the main agent of the informational web and the regulator of the link

economy, Facebook is currently seen as the emerging agent of the social web. Especially the companys recent

eorts to make the entire web experience more social mark the advent of a dierent type of economy which is

based on social indexing of the web: the Like economy. Key elements of this economy are the social buttons,

the activities they generate and the way they connect Facebook with the entire web.

According to Facebook, liking and sharing are valuable for users and the company because they

enable to experience the web more socially. A similar connection between the social and economic value hasbeen developed by Adam Arvidsson (2009) with his idea of an ethical economy in which value creation is

based on collective negotiation and in which economic value creation is related to the quality of social bonds

that are generated. Within this paper we want to question the centrality of social dynamics and social relations

as key driver for platform engagement and the Like economy. Trough merging a new media with an

economic sociology perspective, we will shift attention away from the users and the social to the impact of

issues on social activities, as well as their interrelation with technicity and the fabric of the web. Based on an

extensive empirical study of button presence and engagement within a sample of 592 URLs, we ask how

issues, technicity and the social create a productive assemblage of value creation in an emerging Like economy.

In what follows, this paper aims to address these questions by rst looking at the history of dierent

types of web economies over time. How do these new social activities central within the social web relate to

the hit and link economy of the informational web? What creates engagement and how does this engagement

organize the fabric of the web and sociality? And nally, what are the perspectives of a Like economy?

3 Hence, the social web is a dierent way to address Web 2.0.

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1. History, presence & use of social buttons

Tis section will look into the history of social buttons and their associated counters as a metric of social

activities and as indicators of a particular web economy. Te buttons foster social activities which are then

quantied in the button counter and can be used as web analytics metrics. Web analytics is dened as the

measurement, collection, analysis and reporting of Internet data for the purposes of understanding and

optimizing Web usage (Web Analytics Association). Distinct metrics in web analytics can be seen as

belonging to particular web periods and economies. Tis section contextualizes the emergence of social

buttons by addressing the shift from the informational web, characterized by the hit and link economy, to the

social web with its emerging Like economy. aking a genealogical approach these web periods and their

metrics are not mutually exclusive, but rather overlap, built upon, enrich and complicate each other.

Te hit economy (web counters)Te history of the social buttons may be traced back to the mid 1990s when web counters were a common

sight. Tese web counters displayed a number of hits representing a computerized request for information

from the site or a specic request from the user of a Web browser to view the contents of the selected

document (D'Alessio 1997:498). Te hit was used as an early engagement measure and becamethestandard

for measuring website trac in the mid 1990s (idem). Te hit served as a metric for web advertising in thehit

economywhere websites would buy their way into the top of search engines in order to receive more hits:

Preferred placement is a term employed by search engine companies for boosting sites in queryreturns. Organisations pay engine companies to have their sites placed higher in search enginereturns, in order to receive more hits. When they add up, hits count. In the hit economy,organisations hope to gain banner advertising revenue and demonstrable net presence. Hit countsshow presence. Tey indicate measures of site popularity and reliability (Rogers 2002: 197).

Te web counter is a sign of the hit economy in displaying the number of hits as a very rudimentary4

indication of engagement with a website.

Te link economy (PageRank counters)In the late 1990s a new type of search engine, Google, shifted value determination of websites from hits to

links. Inspired by the academic citation index search engine Google introduced the link as a relevance and

4 Te hit is a very rudimentary measure because hits do not correspond in any direct fashion to the number of pages viewed ornumber of visitors to a site. For example, if a viewer downloads a Web page with three graphics, the Web log le will show fourhits: one for the Web page and one for each of the three graphics. (Ferrini & Mohr 2009:124)

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authority measure. Google founders Sergey Brin and Larry Page created a hyperlink analysis algorithm named

PageRank that calculates the ranking of a web page by looking at the links it receives. It established that not

all links have equal value, as links from authoritative sources and links from sources receiving many inlinks

have a higher value (Gibson et al 1998). A high PageRank became a quality indicator of a website and many

websites have displayed their PageRank on their website with a PageRank button. A few years after the

introduction of Googles PageRank algorithm, Walker critically examines how the algorithm caused a great

shift in the way search engines rank content and make it accessible by usinglinksas the primary method of

determining the value and thereby the deserved visibility of a website (p. 72).

Shifting attention away from merely hitting to linking is a rst step to include social validation and

relational value to search engine algorithms. Yet, the social validation remains an expert system, as the value of

an inlink is determined by the degree of the inlinker's authority. Te PageRank algorithm established an

economy governed by search engines who regulate the value of each link (Walker 2002). Subsequently it led

to the commodication of links as web objects that can be traded, sold or bought within thelink economy.

Eleven years after the introduction of the PageRank algorithm Je Jarvis describes how this link economy is

well established on the web with Google as the main economic agent at its center (2009: 28).

It was the blogosphere that introduced a metric which started to involve user engagement rather than

expert validation. Blogs created a new type of metric that shows the number of blog subscribers as a measure

of engagement. Te counters display how many people are subscribed to receiving update notications

through e-mail or (RSS) feeds. Te amount of subscribers serves as a quality or engagement measure of blogs.

It feeds back into the link economy as an additional, user generated factor that contributes to the ranking of a

website or blog (Bihun et al).

Te Like economy (social counters)Te social web further developed the user-focused metric and introduced it to the entire web. Within the

social web we can distinguish another type of counter: the social buttons which display the interactivity with

the object5. Te buttons allow for a number of pre-dened user activities (eg. liking, sharing, tweeting) with

the object in relation to social media platforms. Te rst social counters were found on social bookmarkingsites like Delicious for storing links and on content aggregation websites like Digg and Reddit where users can

vote stories up or down. Initially the ranking and displayed ranking count were internal to these platforms.

5 Any web object that has a URL ( Uniform Resource Locator) or more specically a URI (Uniform Resource Identier). An objectcan be a video, photo, website, webpage, blog, blogpost, etc.

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You could only Digg a story and see the number of Diggs on the Digg website itself. Te introduction of a

button that could be placed on any website externalized the process of Digging and its count. Publishers

placed these buttons on their websites to syndicate their stories across dierent platforms.Content aggregation

sites like Digg marked a shift in content recommendation on the web. Instead of webmasters linking to

interesting and relevant stories, regular web users were now linking and recommending stories through the act

of sharing. In 2006 Facebook jumped on the share-bandwagon because Ever since this whole Internet thing

got started, people have been sharing stu left and right. In their rst implementation of share an item could

be shared on Facebook by pasting a link into a eld on the My Shares page (Hughes 2006a). Sharing could

initially only be done from inside the platform. Only a few days later they externalized sharing with the

creation of a simple link with a Facebook icon that could be placed on any website to enable direct sharing

(Hughes 2006b). Sharing could now be done from outside the platform and no longer required the manual

copy-pasting of a link into the platform. hree years later Facebook introduced an ocial button with a

counter to enrich the experience of sharing, to track the popularity of an item on the web and to invoke

other social activities on the Facebook platform (Kinsey 2009):

Start conversations with your friends in just a few clicks whenever you see a Facebook Share button,and see their reactions through comments in your News Feed. Te Share button enables you to takecontent from across the Web and share it with your friends on Facebook, where it can be re-sharedover and over so the best and most interesting items get noticed by the people you care about (idem).

Te share button evokes further social activities inside the platform such as commenting and liking. Terefore,

the share counter was set up as a container metric to capture the number of shares and all further activities

they initiated such as the comments or internal likes: Te box_count and button_count options displays a

count of the total number of times the page was shared on Facebook, how many comments were added to the

story shared on Facebook, and how many times friends Liked the shared story (Facebook Developers: Share).

Liking was introduced internally on Facebook as a quick and easy way to show your friends that you

like the content they share. It was put forward as a social activity that can be performed on a shared object

within Facebook to replace short aective positive comments like Awesome6and Congrats!: Te

aggregation of the sentiment "I like this" makes room in the comments section for longer accolades. [...] We

think of the new "Like" feature to be the stars, and the comments to be the review (Pearlman 2009). Te

Like button was initially only available within Facebook and it allowed users to like almost all storied on their

network's news feeds. It came with a counter that showed the total number of likes as well as the names of

friends who clicked it. In April 2010 Facebook externalized the activity of liking by launching a Like button

6 In a detailed history of the Like button it is described as a way of ranking and as a way to display an aective, positive emotion,rst as a project codenamed "Props" and later as the Awesome button with would become the Like button.(Bosworth 2010).

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for the whole internet at their F8 developers conference. Trough the Like button plugin webmasters could

add the Like button to their websites and enabled the liking of any object anywhere on the web. Te Like

would appear on the user's newsfeed and the counter would be incremented. Te counter shows the number

of likes, comments and shares as the Like is a container metric.

Te buttons were introduced to enable sharing directly from within the content website, removing

the steps of copying the URL, opening the platform website and pasting the URL there. What dierentiates

these social buttons from the previously described counters is that they are linked with external platforms

where the content is shared. Tey allow for the cross-syndication and sharing of content across social media.

Every platform has their own buttons, created by either the platform itself or by third-party services, which

can lead to a (cluttered) array of buttons on webpages (see illustration 1)7.

7 In 2006 the rst all-in-one sharing service launched, AddTis, which describes itself as the rst service to provide a genericgateway for collecting and distributing many dierent types of content. AddTis acts as a bridge between the web publisher, the

web user, and the social media services (Banks Valentine 2006). It soon became the #1 sharing service because it integrated allmajor platforms in one single button which removed the need for a cluttered array of buttons. By acting as an intermediator

AddTis is able to gather statistics on what is being shared, how many times and where. By implementing a ShareTis button ontheir website webmasters can access these statistics for their own website to see which items are shared often in order to optimizetheir content for their visitors.

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Illustration 1: Social buttons across various websites


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Te social counters displays the total number of people who have shared the page or post on the associated

platform. As sharing can be done either from inside the platform or outside the platform on a website with a

button, the counter shows the total of the internally and externally performed activity. Te Facebook Share

and Like buttons pose an exception as they are container metrics and incorporate a wider range of activities

which shall be addressed next.

Use of social buttons: sharing and likingTis paper specically focuses on the social activities of the platforms witter and Facebook as they account

for the major part of sharing trac (AddTis 2010). When looking at their technical conguration we can

dierentiate two types of social buttons: the share button and the Like button. When a user clicks on a share

button (in this case a Facebook share or tweet button), they are usually confronted with a pop-up window

that displays a description of the post and a link to the post. Depending on the platform users can addcomments before sharing the post. After clicking share/post, a description, optional comments and link to the

post are posted to the platform. Te visibility of links shared on witter and Facebook is dierent. On witter,

the tweet containing the (shortened) shared URL is posted in the user's timeline. Links shared on witter are

openly accessible and are visible without being logged into witter.8On Facebook, the shared link is posted on

the user's Wall which is only visible within Facebook. One has to be logged into Facebook to see shared links

and their visibility may be further restricted to friends only or friends of friends, depending on the user's

privacy settings. Sharing is enabled on the website itself through the overlay of a platform related pop-up,9the

'Share Box,' so that the user never has to leave the website. If the share button contains a counter the number

will be increased after sharing the post.Whereas sharing happens via pop-ups, liking is done on the page itself

through a single click on the Like button. Once the button is clicked, the user receives feedback from the

button10while the link of the liked page or object is being sent to the user's news feed in the background.

Liking can be considered a further enrichment of the previous sharing feature as it creates qualitative I like

this links between the pages and users and captures the users' aective reaction to a page.

8 witter oers the possibility to create a prole private, but relatively few users make use of this feature.9 Sometimes sharing is not done in a pop-up but on a next page, after which the user will be brought back to the content page.10It either shows You liked/recommended x and/or it shows how many people have liked the item. On some pages it is alsopossible to add comments to the liked object in the prompted What's on your mind? box.

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With the introduction of a universal Like button Facebook started to deprecate its share button11and

collapsed the share and like counts so that the count represents total interactions with the URL(Zee 2010).

Te like count also became a container metric for all Facebook activitiesdisplaying likes (including likes from

outside the platform) shares and comments. Te like counter shows the total Facebook activities with the

URL as a measure of engagement. Te button is not only enabling a user-generated value (made visible in the

counter) but also a platform linking mechanism. Te buttons provide the glue between website and the social

media platforms as will be discussed in the section on the fabric of the web. It can be argued that liking

produces a particular form of linking which dier signicantly from traditional linking practices of

webmasters and shall be discussed in the next section. Trough the act of liking Facebook users are validating

and linking content on the web, an act previously exclusive to webmasters and establishing what may be

considered an emerging Like economy.

Button presenceTe presence of social buttons might be considered as an indicator of the importance webmasters assign to the

social activities of sharing and liking. Terefore we are interested in the penetration of share, Like and tweet

buttons on the web. Webservice BuiltWith tracks technology usage on websites, including third party widgets

such as Like, share and tweet buttons.12When exploring the presence of Like and share buttons, the generic

sharing button provided by AddTis has the highest button presence, present in 5,72% of the top 10,000

websites as of 12 January 201113. It is followed by Facebook Like with 4,92 %, Facebook Sharer 1,9%, witter

widget 1,76%, ShareTis 1,47% and witter button 1,38%. In what follows we want to discuss these gures

in relation to the results of our empirical study. For that purpose we will rst provide an overview of the scope

and methodology of our empirical research.

Tis paper is based on an empirical study that explores the distribution of social buttons and the

activities they generate in relation to social issues1415. Te study asks how social activities are related to the hit

11We don't recommend the Share button for new developers. If you aren't already using the Share button, we recommend youmigrate to the Like button and Open Graph protocol instead of Share for sharing pages from your website. Te Like button issimpler to user and is the recommended solution moving forward. (Facebook Developers)

12http://trends.builtwith.com/widgets13based on Quantcast's top million ranking websites14 Te project builds on top two pilot studies which were conducted during and shortly after the Digital Methods Summer School2010 which can be found here:http://wiki.digitalmethods.net/Dmi/WebCurrenciesand here:http://wiki.digitalmethods.net/Dmi/WebCurrencies2

15 In a rst version of the study we retrieved data for a variety of social media platforms including Delicious, Digg, Reddit,Hackernews and Friendfeed via the Backtype ool. Due to very low number across these metrics we decided to focus on the mostprominent metrics only, those of Facebook and witter and to explore the emerging Like economy.

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http://wiki.digitalmethods.net/Dmi/WebCurrencieshttp://wiki.digitalmethods.net/Dmi/WebCurrencieshttp://wiki.digitalmethods.net/Dmi/WebCurrencieshttp://wiki.digitalmethods.net/Dmi/WebCurrencies


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and link and what contributes to high numbers in social counters. Special attention shall be paid to the

impact of social issues and the technicity of the web. Terefore, we have studied button presence and

engagement in relation to six timely issues from a variety of categories, which generated considerate social

media engagement during 201016:

1. "BP Oil Spill" (environment)

2. Ground Zero Mosque (politics)

3. "Rally to Restore Sanity (politics/entertainment)

4. ea Party (politics)

5. Chilean Miners (disaster)

6. "Lady Gaga" "Meat dress" (entertainment)

For each of these issues we retrieved the top 100 Google results by using the Google Scraper17from the Digital

Methods Initiative tools. We decided to generate our sample of websites via the informational web as this web

is more issue based than the social web, which is focused on personal networks. For each of these websites the

presence of a Like, share18or weet button, and whether or not it included a counter, was checked manually.

We retrieved the number of Facebook Likes, Facebook Shares and Facebook comments for each URL by using

the Backype Stats tool19and the number of tweets using the Digital Methods Retweet Ripper tool20.For a

detailed study, we manually categorized the results per issue in regard to the media featured on the websites

and their content. Te data was generated between October and December 2010.

In a rst analytical step we looked into the overall presence on these websites as will be described next

(illustration 1), as well as in button presence per issue and button presence within particular categories of

websites (which will be addressed in section four). We calculated the interrelation between button presence

and value of activities in order to determine the impact of button presence. Furthermore, we explored which

issues are particularly social by visualizing the social activities per issue (illustration 3). o analyze these

ndings in detail, we dierentiated social activities per issue in relation to media formats and website content.

16 Several of the selected issues are featured in the trending topics of Facebook and witter for 2010:http://blog.facebook.com/blog.php?post=466369142130; http://blog.twitter.com/2010/12/hindsight2010-top-trends-on-twitter.html

17http://tools.issuecrawler.net/beta/scrapeGoogle/(based on Google.com)18Facebook Share or generic share button that allows sharing to Facebook19http://tools.digitalmethods.net/beta/backtype/ (based on backtype.com: Enter a URL to see its social impact)20http://tools.issuecrawler.net/beta/twitter/nrRetweets.php (based on opsy.com - real-time search & witter rackbacks)

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http://blog.facebook.com/blog.php?post=466369142130http://tools.issuecrawler.net/beta/scrapeGoogle/http://blog.facebook.com/blog.php?post=466369142130http://tools.issuecrawler.net/beta/scrapeGoogle/


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Button presenceFrom our total URL sample we removed URLs from same source in the same page conguration, as they will

show the same buttons, which left us with 420 URLs. In this sample the penetration of social buttons is as

follows:

41% of all webpages have a Like button (of which 95% show a counter)

64% of all webpages have a share button (of which 8% show a counter)

68% of all webpages have a tweet button (of which 47% show a counter).

In our sample the tweet button is the most present, followed by the share and Like button. Almost all Like

buttons show a counter due to the button's default settings21.About half of the tweet buttons show a

counter22

while only a very low amount of share buttons show a count because of the generic sharing buttonslike AddTis and ShareTis that do not show a count. Only the Facebook Share can display a count which is

either the 'actual' share number or the totality of Facebook activities which makes it a messy counter. Te

number of shares and likes in the counters are often the same due to Facebook's eort to merge both counters.

Despite Facebook's attempt to deprecate the share and merge it with the Like button, we found that the share

is still more dominant than the Like. Tis is caused by the popularity of the generic sharing service AddTis

which uses the traditional Facebook sharing mechanism over the like by default.

When looking at the button presence within each issue (illustration 2), the majority of the issues

show a similar distribution of Like, share and tweet buttons as presented in illustration 1. Te only exception

is the ea Party, which has signicantly less buttons and even less counters. Te question arises if the low

21http://developers.facebook.com/docs/reference/plugins/like22Te two most widely used witter buttons are the weetmeme button, which always shows a counter, and the ocial witterbutton which may be congured to display no counter.

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Illustration 2: Overall button presence (medium grey) and counter presence (dark grey) across all issues


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button presence in this case functions as an indicator of a less social or less engaging space and shall be

followed throughout the paper.

he social buttons distinguishes themselves from previous web buttons and counters due to their

specic conguration. In this new type of conguration the button serves as both a user-generated value and

as a platform linking mechanism. Te button is linked with an external (social media) platform where a link

to the website is put when the button is clicked. Te button serves as a type of web glue between the page the

button is located on and a social media platform. We will look into how social activities relate to traditional

linking practices, what type of link is being created through these buttons, and how the social activities of

sharing and liking relate to the hit and link economy.

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Illustration 3: Button and counter presence per issue


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2. Relation to link

Te process of linking through the acts of sharing and liking is very dierent from the traditional linking

practices of webmasters and bloggers. In the traditional model the webmaster of website A links to website B

where the link is made visible on website A. In the act of sharing the link is not being generated by the

webmaster of website A but by the visitor/user from website A. It isa user-generated linkenabled by buttons

on website A. Te second important distinction is that website A is not linking to B but that website A is

being linked to onplatformX. Links are being channeled through and incorporated on external platforms

where they can be quantied (how many people share/like this) and qualied (who shares/likes what, where

and when). Tis new way of linking is a form of light-linking, as it does not require the manual labor of

creating a link. On top of that this link is initially invisible because it is already embedded in the button.

Precongured linksTe social buttons were introduced to make it easier to share content across the web without having to copy

and paste a URL and move between content and sharing platform. Te link is embedded in the code of the

button23which allows for direct linking without having to copy the URL. Social activities make use of a link

that has already been made by the service providing the button, often the externally associated platform itself.

Te link in the social button can be understood as a distinct type of hyperlink: a pre-congured link - or as

suggested before, as link-light. As the share and tweet require more eort than the Like they create dierent

associations and levels of engagement. Te Like is creating a link in the background and may be seen a link

that indicates an aective response and not so much an intentional relationship.

23Examples from pre-congured links in the social buttons on the Hungton Post:

FB Like

FB Share

Twitter

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Revisiting the hit and link economyTe social buttons relate to both the hit and link economy through their user-generated values and linking

mechanisms. Tey build on the previous web economies, yet at the same time add a dierentiation. Te Like

relates to the hit as the button registers a 'hit' in the form of a click after which the number in the counter is

incremented. However, not every single 'hit' is being counted, instead only intentional aective reactions are

counted. Te Like also relates to the link as liking a website automatically creates a link between the user and

the site on Facebook which is fed into the user's News Feed. But the Like also introduces a signicant

dierence to the link as it adds a social value to it. Facebook sees the Like as a very specic type of link and at

their F8 developers conference Facebook announced Likes as a form of "social links" -- better than a link

because it's related to a specic user (Cashmore 2010). Liking can therefore be understood as a qualicationof the link by adding it to the user's prole, making it more personal and social (by fostering more Facebook

activities). Returning to the Like as a container metric which also includes shares and comments, the Like is

both more than a hit and more than a link.

As discussed in section one, the Like economy further changes whose links do matter. Whereas in the

informational web links were created by webmasters and sorted according to Googles PageRank, in the social

web links are created by users who at the same time add value to them through liking and commenting. In the

link economy Google values links by using and expert or 'authoritative' qualication while Facebook validates

links through the qualication in the social. What is at stake here is not only who creates links on the web but

also how and by whom these links are qualied.

Finally, the Like economy changes the visibility of links. Te link economy is based on webmasters

creating links that are publicly available on the web and crawled, indexed and ranked by several economic

agents like Google, Bing and Yahoo! However, what dierentiates the Like economy from the link economy is

that the links created through liking are not openly available but instead all routed through the Facebook

platform. Tis means that the main economic agent in the Like economy is Facebook which will be discussed

in section four. In what follows, we aim to discuss these changes in detail by engaging with our empiricalndings and by critically examining the so called social value of the social buttons.

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3. Engaging issues and media formats

From the very beginning Facebook has presented social dynamics as key driver of activities such as liking,

sharing and commenting. It has introduced the social plugins as a possibility to make the web experience in

general more social as content can easily be shared with ones network (Haugen 2010). Te company stresses

how the plugins enable users to create connections to pages they appreciate and to lter their web experience

through their friends' preferences. Te value of Like buttons and the users who engage with them has been

advertised as making use of existing social dynamics, as the so called Likers are connected to 2.4morepeople than the average Facebook user and click on 5.3 more external websites (Facebook and Media 2010). A

similar perspective has been key to sociological studies of social media activities as in the work of Adam

Arvidsson (2009). Following a digital methods approach (Rogers 2009) this paper shifts attention away from

studying the likers, sharers and tweeters and their social dynamics, but poses questions about the relationbetween the issue and social activities as well as their technicity. In what follows we will explore which issue

generates what kind of social activities and investigate, whether particular issues, web content or media are

especially likeable or tweetable.

As introduced in section one, each issue is characterized by a dierent distribution of social activities

(illustration 4 and 5). Despite diverging results, all issues generate between 6 to 30 times more Facebook

activities than tweets. Te signicant dierence between Facebook and tweeting activities suggests Facebook's

predominance in producing social media engagement, a trend that resembles Facebooks lead in overall sharing

activities on the web(AddTis 2010). Te high results in Facebook activities might be similar across issues,

but their internal composition of likes, shares and comments is not, as illustration 5 indicates. Most

signicantly, comments dominate the composition of the Like, a nding that might come as a surprise as

most websites oer their own comment spaces and comments require both more eort and involvement. Te

most comment-intensive issue is Lady Gaga Meat Dress, followed by BP Oil Spill, Ground Zero Mosque and

ea Party.

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Illustration 4: Average social activities per issue


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Media engagementWithin many issues, pages that feature audio-visual media content generate the highest number of social

activities.24Especially pages with live streams, photo-editorials25or videos create more activities compared to

informational articles without media content. Te issue Ground Zero Mosque poses the only exception, as

only articles with videos receive more likes and slightly more tweets compared to regular articles, whereas

articles with pictures generate less activities.26Tese diverging results might be linked to the fact that most

issues are actual events that benet from visual documentation, except of Ground Zero Mosque which is a

political and cultural controversy and therewith less dependent on visual documentation than discussion,

negotiation and the presentation of dierent arguments.

Content engagementTe number of activities in relation to the content further suggests that controversial debates function as

facilitators of social activities. In regard to Lady Gaga Meat Dress, the majority of activities occur on websites

which address or open up a controversial discussion of her styling choice, followed by websites featuring

Gagas explanation of why she decided to wear a dress made of meat or feature an analysis of its potential

24 In the space of the BP Oilspill, websites featuring photos (19551 Likes in average, 3248 tweets) or video livestreams (11360 Likes,1061 tweets) outnumber general articles (1148 Likes, 194 tweets) or issue overviews (441 Likes, 103 tweets). Te same applies tothe Rally to Restore Sanity, where websites featuring pictures or documenting the visual aesthetics of the event achieve the highest

social activities (22456 Likes, 1082 tweets), followed by life video streams (13487 Likes, 1803 tweets), event pages and generalarticles (1164 Likes, 67 tweets). Also in the case of the Chilean miners, the category photo is most engaging (5571 Likes, 1319tweets), but here the articles (1557 Likes, 108 tweets) outnumber the websites with live video streams (603 likes, 27 tweets). In thecase of Lady Gaga Meat Dress, the most activities have been generated by articles featuring several pictures (234 overall Likes and184 tweets), as compared to articles with videos (99 Likes and 62 tweets) or articles without media (37 Likes and 24 tweets).

25For example: Te Big Picture - News Stories in Photographs from the Boston Globe. http://www.boston.com/bigpicture/26 Te underlying gures are: Articles with videos 7756 Likes, 138 tweets, informational articles 2240 Likes, 96 tweets, articles withphotos 1881 Likes, 118 tweets, all numbers are averages per page.

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Illustration 5: Like distribution per issue


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meaning27. aking the high number of Facebook comments into account, this suggests that the comment

space is indeed a negotiation space and that issues which evoke controversial reactions such as the Meat Dress,

but also the Ground Zero Mosque and the ea Party do not generate many likes (as positive aective

responses) but rather dierentiated comments. Tis nding supports Facebooks claim that the Like is a

shortcut to emphatic, aective comments such as Awesome or Great and therefore leaves the comment

space for dierentiated engagement, as addressed in section one (Pearlman 2009). Te case of the ea Party,

which has already been discussed as potentially less social space due to its low distribution of social buttons,

sees the least activities generated on websites of the ea Party member organizations28. News and media

contributions to the issue generate 10 times more Facebook activities than the member organizations and

critical contributions even 30 times more, which suggests that the low sociability of the issue is generated by

the un-engaging space of ea Party members.

Issues, but also media formats and perspectives oered on the issues, can thus be understood asproductive entities in creating social activities. Yet, sharing, liking and tweeting also contribute to the

formation and production of the issues themselves. Websites, social buttons, social media platforms as well as

issues and social activities therefore form a productive assemblage in the sense of DeLanda (2002, 2006a) and

Deleuze and Guattari (2004) in which each entity has an impact on each other. In the next section, we will

discuss the role and organization of technicity and the fabric of the web within this assemblage.

27 Websites featuring controversial discussion: 3337 average Likes, 169 tweets. Websites featuring Gagas explanation: 1180 Likes, 69tweets. Websites featuring analysis and discussions of the potential meanings: 1047 Likes, 104 tweets. Te least engaging websitesare general articles informing about the meat dress incident as well as articles discussing style or food concerned issues

28 ea party member organizations: 402 Likes, 129 tweets. News and media articles: 4774 Likes, 241 tweets. Critical contributions:12531 Likes, 743 tweets.

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4. echnicity of sociality and the fabric of the web

As introduced above, social activities are predominantly fostered by buttons and counters, but the like, share

and tweet can also be generated independent of the button by just posting links or liking on the platforms

directly. Te following section will explore social activities from a medium specic perspective focusing on

their technicity and the organization of the fabric of the web. Previous results have shown that button

presence within the analyzed issues is far higher than general trends on the web29. Terewith the question

emerges, to which extent the presence of a button contributes to a higher number of social activities or not.

Tere is a general tendency that pages with buttons produce 100 % more activities than the ones without

buttons. Te only exception is the BP Oil Spill issue as it generates almost 90% more likes, shares and tweets

on pages without buttons.30

As outlined in section one, the ea Party space has signicantly less buttons than the other issues.

When moving from overall button presence to button presence within specic categories of websites, the ea

Party member organization websites stand out with a very low overall button presence of only 2.3% of pages

with Like buttons and 7% pages with share and/or tweet buttons31. Te ndings suggest that the member

space is designed for distributing information and not so much not for sharing it across the web and

generating direct feedback, response and interactivity and therefore generates much less activity than the

other issues.

Facebook as the fabric of the webWithin the informational web, connections between websites are based on linking practices. Even though

Google has deeply impacted linking behavior as its ranking algorithms gave rise to strategic linking practices,

the search engine was not involved in creating the interconnections between websites, the so called fabric of

the web. o explore the question how connections between websites are organized in the social web, we will

discuss the framework of the Open Graph as a successor of the Social Graph in which the Like button was

29On general button presence on the web: http://trends.builtwith.com/widgets/Facebook-Like30Tis general but not clear trend might have several reasons. First of all, especially news websites publish their articles both on theirocial website, but also on their Facebook page, thus making it possible to generate social activities on the platform directly ontop of the activities enabled on the ocial website. Secondly, particularly engaged users can easily share and tweet websites byposting them directly to the platforms, generating further re-tweets or re-shares as well as comments. Buttons can thus beconsidered as important, but not as required driver of social activities.

31 News/media websites have a rather high distribution of buttons (28% have like buttons, 24 % have share buttons and 52% havetweet buttons).

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introduced as enabler for a more social experience of the web. With the Social Graph Facebook claims that the

companys main assets are the connections between users that create social networks and ows of information.

But the Social Graph restrained the network and the information ows to the space of Facebook. Terefore

the company decided to increasingly extend the graph to the entire web and enable cross syndication of

information, web experience and network connections. A key step to include all web experiences into

Facebook and connect them to a users social network was the introduction of the Like Button and the Open

Graph in April 2010 (Zuckerberg 2010). As introduced in section one, the Open Graph allows for feeding

web experience into the Facebook prole, as well as to experience the web ltered through the

recommendations and activities of the own network. Crucial elements are a number of social plugins32which

allow for the cross-syndication of social activities. Tese plugins include the Like button, a login button that

enables users to connect to other websites with their Facebook account, a recommendation plugin for external

websites which shows personalized recommendations and highlights content that received the most social

activities, the Facepile plugin that shows the prole pictures of friends or users that have liked the page or

website, and nally the Live Stream for displaying user activities in relation to events or issues in real-time.

According to the Facebook CEO Zuckerberg, the company is making it so all websites can work

together to build a more comprehensive map of connections and create better, more social experiences for

everyone (Zuckerberg 2010). Sociality online is no longer conned to the space of Facebook, but de-

centralized by extending Facebooks key features to the entire web. With these feedback loops of information,

the social buttons not only create interactivity and sociality, but function as a web glue that not only

organized but actually turns into the fabric of the web. (Gelles 2010). Whereas Facebook suggests that the

Open Graph is interconnecting and personalizing the web, the argument developed here is that the web is

both de- and re-centralized through social activities.

DecentralizationTe decentralizing impacts of social buttons are manifold. Te increasing integration of social buttons on

websites renders the sites both more open and less xed. Te buttons enable the distribution of content and

comments across a wide range of platforms and within these platforms on many proles, news feeds ortimelines. Within this process, the websites are no discrete entities, but function as initializers of diverse

activities that happen across diverse (social media) spaces. But, at the same time, websites are shaped by the

32 http://developers.facebook.com/plugins

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social activities they generate, as the social engagement is dening what appears in social button counters, the

recommendation plugins, in the live streams or in the comments. Te more social plugins a website integrates,

the more it opens up to be shaped by the activities of Facebook or witter users33. Whereas these are rather

novel perspectives for the web, they are key characteristics of social media platforms (Boyd 2010), which have

no original content and are shaped by the cross-syndication of content, activity and information. In the

framework of the Open Graph, Facebook and the web enter a productive relationship in which both have a

performative impact on each other.

RecentralizationBut especially Facebooks recent eorts to create the Open Graph indicates a simultaneous rewiring and

recentralization of the web. Whereas the informational web was organized through links between websites, the

social web is characterized by links precongured and mediated by various platforms. In section one,Facebook has already been discussed as emerging glue of the web. Besides, platforms also collect information

about user engagement with the web, especially Facebook is extending its data mining practices rapidly with

the Open Graph. User engagement with Like or Share buttons or with links posted on Facebook walls allows

the company to collect data that exceeds the information each user is providing on their prole and thus

contributes to a re-centralization of the fabric of the web and of the ows of information and aective

association.

As a recent paper by Arnold Roosendaal (2010) shows, this process of re-centralisation is not even

dependent on using the social buttons, as Facebook plugins and buttons function may as cookies. Tey allow

to trace browsing behavior when a Facebook user opens a website that features a Like button or includes

Facebook Connect. Once the cookie is set up, it provides Facebook with every page the user visits until the

cookie is deleted. No matter if Facebook users decide to use these buttons, their web behavior can be traced

and connected to their prole34.Roosendal further shows that the cookies can also trace non-Facebook users.

33An example of this process is the news-blog Hungton Post (http://www.hungtonpost.com/) which has included all social plug-ins provided by Facebook. Te blog provides article suggestions based number of Facebook Likes rather than on hits, henceincludes them into their internal ranking algorithms. Each article features all social buttons including counters in a highlyprominent forms including Facebooks Facepile. Beneath articles, live streams from witter show the ongoing discussion of issues

addressed in the article on the social media platform. Commenting is available via either Facebook or witter proles or individualcomments can directly be shared on a wide range of social platforms. Engaging with Hungton Post articles through socialactivities thus not only brings the social platforms, but also the Hungton Post platform into being, has an impact on the positionof articles in recommendation banners and thus has an prodctive impact on the page itself.

34 Te only way to prevent Facebook from doing so is installing a plugin: Te Antisocial plugin which limits websites fromembedding Facebook content, thereby preventing Facebook from tracking your browsing habits. It also bans 3rd party Facebookapplications outright, thereby reducing the possibility of your information from being leaked. https://addons.mozilla.org/en-US/refox/addon/162098/ Te only escape from the Like button is a very web and tech savvy solution.

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Even though Facebook cannot connect this data to individual proles and directly use it for personally

targeted advertising, it enriches the database and contributes to processes of pattern calculation. Terewith,

potentially every web user becomes a Facebook user as their web behavior can now be traced across spaces.

Whereas Facebook suggests that the Open Graph enables personalized connectivity online and

illustrates this with a at network model (Zuckerberg 2010), the company is advancing to become the most

prominent social activity platform and therewith re-centralising the fabric of the web both spatiality and in

terms of information collection. Te connection between monitoring social activities and browsing behavior

suggests that what might be in the making is a Like Economy rather than just building the social web

together (Zuckerberg 2010). Facebook uses its Like button to create a fabric that connects the web to the

platform, makes every web user a potential Facebook user and engages everyone in the emerging Like

economy.

5. Te socialIn a recent Financial imes interview, Facebook founder Zuckerberg considers the so-called social as the most

promising organizing principle of the economy: If you look ve years out, every industry is going to be

rethought in a social way(Gelles 2010). A similar argument has been made by Adam Arvidsson who claims

that economic value is increasingly connected to the quality of social connections, the so called philia, that

companies manage to create between their consumers or to their products (2009). In what follows we willcritically engage with this idea of the social and discuss what kind of social liking, sharing and tweeting create

and how it is organized.

Te informational socialOur main claim is that the sociality Facebook enables with its Open Graph is not only dening social

relationships, but is concerned with the validation of information through personal networks. Key element of

the Open Graph is the launch of Instant Personalization35,a collaboration with search engines and

informational sites such as Bing, ripAdvisor, Yelp or Scribd, that have started to include users' Facebook

network preferences into their search results. Te so-called social experience they promise is mainly an

informational one, allowing the user to use their friends recommendation as a lter to explore the web and

35 http://www.facebook.com/instantpersonalization/

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thus qualifying information via users networks, as argued in section one. Te Facepile and recommendation

plugin follow the same principle as they are focused on showing what ones friends do, like, share and

therewith turn from the wisdom of the crowd to the wisdom of the friend (Claburn 2010). In this context,

Facebook is less concerned with enabling social relations but driven by the idea of an informational social, as

Gelles suggest: What Zuckerberg is talking about is a new way of organizing and navigating information

(2010). A similar qualication is happening in relation to the hit via the Like button. While the hit was

merely counting the number of visitors without being able to tell anything about the visitor's attitude or

aective reaction to a website, the Like button adds quality to this quantitative metric while at the same time

functioning like a hit counter through embedded cookies.

Facebook, but also witter and other social media platforms allow for channeling social dynamics into

technicity based and countable activities such as tweeting, liking, sharing or commenting. Te technicity of

platforms and plugins makes it possible to transform intensive aective responses and social dynamics whichare in themselves rather dicult to measure into button-based activities which allow for extensifying them,

turning them into countable and comparable values in the sense of DeLanda (2006). Whereas users aective

responses, their agreement, excitement or involvement have happened unnoticed and unmeasured in everyday

life before, the Like button makes it possible to turn the intensive reactions into extensive activities and

information. Tis ubiquitous calculation of qualities has been understood as qualculation by Nigel Trift, as

an increasing tendency to frame number as quality, in the sense that calculations are so numerous and so

pervasive that they show up as forces rather than discrete operations (Trift 2007, 100).

Te traceable socialFacebook is unlikely to stop with the current possibilities of extensication of the social, as former employee

Matt Cohler explains: Facebook has always thought that anything that is social in the world should be social

online (). Anything where people ask their friends to help them make decisions whether its food or

movies or travel could be transformed online by social (Gelles 2010). As a part of this drive to make the

entire web social, Facebook is not only turning the social into information, but increasingly collapsing the

social with the traceable as the still intensive, non-measurable, non-visible social is of no value for thecompany. Both dynamics imply each other, as to make the social informational, it has to be possible to trace

it, to turn it into comparable metrics. But the social that is emerging here only allows for particular aects and

activities in the case of Facebook, the aects are limited to positive ones as Facebook has not signaled any

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Publishers have also told us that people on their sites are more engaged and stay longer when their real

identity and real friends are driving the experience through social plugins (Zuckerberg 2010).

Scalable social formationsTe interrelation between the personalized and the anonymous suggests that there are dierent social

formations at stake when engaging with social buttons. Tere is the anonymous mass of all likers, sharers and

tweeters. Tere are some friends faces that might appear in the Facepile next to a button, or a shared link in

ones timeline. A tweet about a webpage that is being retweeted with dierent comments, the comment on a

friends wall who is responding to a shared link or the information that several friends have liked a particular

website. Social activities do not only createthesocial, they create a multiplicity of dierent social formations.

In the case of Facebook, these social formations are mainly dened by the users network and their privacy

settings. Being able to see a user's social activities depends on if their privacy settings allow everyone, friends

of friends, friends only, or selected groups of friends to see their posts or news feed. When commenting or

liking content shared by friends, the visibility of that activity and thus the social formation they are exposed to

are dependent on the friends privacy settings, as discussed in section one. Privacy regulations allow users to

scale the sociality they produce in the sense of DeLanda (2006b), from carefully selected formations of few

friends to the entire population of Facebook. Yet, the social formations not only change in number, but also in

their qualitative formation. Some formations might be more aected by a users activities, such as their close

friends while other formations are more likely to engage with buttons as Facebook suggests (Zuckerberg 2010)

38.In order to be both personalized and anonymous, multiple social formations are produced through social

activities.

38Likers, so Zuckerberg claims (2010) are multipliers, particular users that have 2.4x the amount of friends than that of a typicalFacebook user, click on 5.3x more links to external sites and are thus characterized as more active and more social. Facebookconsiders this as valuable, as it suggests external websites that the people who will engage with the social buttons will share theirsocial activities with larger social assemblages and thus increase the impact of their social activity. Hence, the value of a Like, ashare and a retweet are connected to the size and quality of the social assemblage they enter, the bigger and the more interested insocial activities, the more value does Facebook assign to a Like.

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6. Perspective of a Like economyIn the following we will discuss what forms of value are produced in the emerging Like economy. Te paper

has introduced particular social buttons as an eort of platforms especially of Facebook to render web

experience more social and thus to qualify the link and the hit by connecting it to existing proles and their

personal networks. In this framework, Facebook emerges as a key agent, generating the most social activities

and keeping them internal to the platform. Trough an empirical study of social button engagement in

relation to six issues we developed the hypothesis that the so-called social activities are not only driven by

social dynamics, but are the outcome of a productive assemblage of the issue, the media content, the social,

technicity and the fabric of the web. Based on the centrality and impact of the Like button, we have suggested

that there is an emerging Like economy which might not replace, but denitely recongure the hit and the

link economy.

Multiple forms of value creationAfter exploring how the Like economy is organizing and organized by issues, sociality and through the fabric

of the web, the question arises what forms of value are created within this productive assemblage. First of all,

the social buttons allow for transforming intensive social and aective dynamics into comparable metrics and

thus add a social and personal qualication to the hit economy. Social, as the activities are being shared in

social networks and personal, as web activity is connected to actual proles rather than being anonymous.

According to Facebook, these processes enable the social indexing of the web as opposed to an expert indexing

of the link economy. Yet, these social indices have a limited visibility which focus on the personal network, as

they appear on friends' walls, in Facepiles or recommendation plug-ins, but are not used for ranking

algorithms on social platforms themselves. Even when integrated by Instant Personalization partners, only

information from a users network is taken into account, not the overall social activities generated by all

Facebook members. Whereas the informational web is taking the total aggregate of indexed sites into account,

the social web only ranks in relation to a user's network. Hence, the informational web is characterized by one

xed ranking, whereas the social web has multiple, dynamic rankings which are only visible to an individual

user.

Besides generating personalized network value, social activities also contribute to the content

validation of websites. Especially if websites include button counters, the display of the number of likes, shares

or tweets received indicates how engaging and aecting the web content is for web users. Te counter renders

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the social activity into a currency of a high, sheer number, no longer personalized but still suggesting to be a

social engagement metric.

As it has been shown, the social value created by the buttons is connected to an informational value.

Te buttons allow for new modes of transactional user data collection, both in regard to the population of

Facebook and all web users. Trough cookies and button engagement, Facebook can extend its user database

with web activities and content engagement outside the platform. Tis Facebook user data is enriched by the

anonymous data of web users without a Facebook prole, an addition that enables even better patterning and

prediction of interests. Besides Facebook, external social media research companies also make use of the

transactional user data (Lury and Moor 2009). Especially within marketing contexts, social media activities

are carefully tracked, monitored and analyzed, either by algorithms or by human researchers with the help of

tools39. Hence, taking the idea further that social media activities function as the currency of the Like

economy, it is a currency of high numbers which is both social and informational. Moreover, this currency isalso highly ubiquitous and technical, as the Open Social Graph creates an infrastructure in which all web

behavior contributes to Facebook data mining practices. No matter if a web users decides to engage with

Facebook or not, the technicity of the social buttons makes web users participants in the Like economy,

constantly producing valuable user data and contributing to social indexing without even knowing.

Social activities as exchange valueSocial media activities should not only be considered as currencies in an abstract sense as they are already in

use as direct economic exchange mechanisms. Especially in the creative industries, web users can buy content

like books, music and video les through tweets. Te digital agency Innovative Tunder for instance is selling

an e-book on digital marketing for a tweet ('Pay with a tweet')40in order to promote social activities as

exchange mechanisms and has sold more than 150.000 books so far.41

Te economic impact and exchange value of social media activities further becomes apparent by

companies eorts to increase their social media metrics and online engagement through strategic planting of

stories, applications and campaigns that are aimed at driving up user engagement. But user involvement can

also be simply bought. In the case of Facebook, companies can buy dierent amounts of likers via specialized

39An overview of current marketing oriented social media research activities can be found on:http://measurementcamp.wikidot.com/.

40 http://www.ohmygodwhathappened.com/index.html41Similar developments can be found on the locative service Foursquare, where frequent visitors of places, so called mayors areoered discounts or receive free products, such as in the case of Starbucks.

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services such as Buy Real Facebook Fans, Usocial, Fanpagehookup, Socialkick or Fanbullet42. Te current price

for 1000 likes starts at $5743but can go for $11944. Companies can choose between random or so-called

targeted fans, selected through their location, interests or age. Similar developments can be monitored on

social bookmarking sites, where social media agencies pay people to promote issues and thus increase the

number of inlinks and hits to particular websites, hence connecting to the link and hit economy (Mills 2006).

Orientation towards the futureo conclude we would like to argue that the emerging Like economy is characterized by a double orientation

towards the future. First of all, the generated user data is used for personalized advertising and

recommendation - based on the assumption that if ones network likes or shares content, oneself is more likely

to like as well. Knowing a networks preferences thus enables Facebook to generate patterns and to predict a

users future interests and activities. Secondly, the idea of the Open Graph is build on the assumption that the

recommendation within a personal network, the wisdom of the friends, is far stronger than a non-personal

recommendation, the wisdom of the crowd and that there is inherent value in the social. What is most

valuable in this context is that each engagement can potentially create more engagement, each Like of a

Facebook user is meant to produce more likes of their Facebook friends, a shared URL is meant to produce

comments and likes, a comment is meant to produce a response, a tweet to produce a retweet. Te value of

social media activities is both situated in the present and in the futures, in the actual button count and in

potential more counts. o put it in Nigel Trift words: value increasingly arises not from what is but from

what is not yet but can potentially become, that is from the pull of the future, and from the new distributions

of the sensible that can arise from that change (Trift 2007, 31). By building on the combined dynamics of

the hit, link, like and share, the emerging Like economy is creating a fabric of the web that capitalizes on the

value of any potential social activities.

42 An overview of Fan and Like-selling services can be found here: http://www.quickonlinetips.com/archives/2010/09/buy-facebook-fans-friends-likes/

43 http://www.buyrealfacebookfans.com/44 http://buy-fbfans.com/

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AcknowledgmentsTanks to Erik Borra from the Digital Methods Initiative, University of Amsterdam for building tools for our

research.

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hit, link, like and share. organizing the social and the fabric of the web in a like economy

Documents